IAB announces new digital advertising resources for Aussie publishers
IAB Australia has launched a series of new measures and resources for new and niche Australian publishers to help them monetize their content through digital advertising.
Aussie publishers with small audiences can now access resources, advice, and information, including IAB’s New & Niche Publishers Guide To Digital Advertising.
In addition to the new guide, IAB Australia has also announced a new membership rate, designed to give media owners access to IAB research, resources, briefings, and mentorship program.
IAB said that small and medium digital publishers play a vital role in providing more niche content, and a closer community connection that larger media brands cannot. As a result, there is a huge opportunity for advertisers.
“One of our key objectives is to help support a sustainable and diverse digital media and advertising market,” IAB Australia CEO Gai Le Roy said.
“We are delighted to share these new resources specifically developed for smaller publishers who are evolving digital ad offerings and exploring different revenue models.”
IAB’s new resources and support target the over 3,000 long tail publishers around Australia who have an audience size of less than 500,000 per month.
Nielsen’s recent Digital Media Panel which measured the audiences of 3,800 global and local media owners of varying sizes found that nearly 90% had audiences below 500K, while three-quarters had less than 250,000 visitors monthly.
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“The passion and commitment of these smaller publishers to finding sustainable ways of serving and informing our communities will bring a rich and important chorus of voices across their channels,” Le Roy added.
“Although there has always been a rich fabric of small and mid-sized publishers, we are excited to see a range of new titles servicing regional areas as well as other site, apps and podcasts servicing particular niche audiences.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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